Date post: | 20-Aug-2015 |
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Marketing |
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And our responsibility to put Responsible Drinking in Context
@RekaHaros
DIGITALCOMMUNICATION
How many of you have ever been drunk?
@RekaHaros
How many of you communicated it to the whole world?
@RekaHaros
What about this generation?
@RekaHaros
Schwartz HA, Eichstaedt JC, Kern ML, Dziurzynski L, et al. (2013) Personality, Gender, and Age in the Language of Social Media: The Open-Vocabulary Approach. PLoS ONE 8(9): e73791. doi:10.1371/journal.pone.0073791http://www.plosone.org/article/info:doi/10.1371/journal.pone.0073791
Millennials is the age group that post most updates using these words:
“drinking, drunk, beer, wine, and hungover”
@RekaHaros
Instagram on Oct. 29, 2014:
Over 20 million posts with #drunk
Almost 12 million posts with #wine
Almost 4 million posts with #drinking
About 13,500 posts with #winedrunk
Over 60,000 posts with #drinkresponsibly
131 posts woth #moderatedrinking
@RekaHaros
How should we bring the right message to the right people?
@RekaHaros
“ Make it simple.
Make it memorable.
Make it inviting to look at.
Make it fun to read.”
- Leo Burnett
to share
to experience
@RekaHaros
By putting the right content in the right context
@RekaHaros
Because we are now in 2014 and we need to act for the future Because there should be a minimum standard for professional communication:
HAVE A MARKETING & COMMUNICATIONS strategy before spending precious money!
Have a strategy fit for a strong purposeKnow your audienceKnow the audience’s psychologyKnow where they can be reached
@RekaHaros
1st example of “Responsible Drinking” Communication
Wine in Moderation: published on Sept. 18, 2013: 152 views on YouTube on 10/29/14
@RekaHaros
No offense but this is boring…
A perfect example of how boring we can be when communicating about wine!
@RekaHaros
2nd example of “Responsible Drinking” communication
Published by “Fragile Childhood” on Sept. 11, 2012: over 4 million views on YouTube.
Fragile Childhood is funded by the Finnish Slot Machine Monopoly and the President of the Finnish Republic, Sauli Niinistö, is the patron of it.
@RekaHaros
The creepiest and most terrifying public announcement I have ever seen!
@RekaHaros
So how could we communicate “responsible drinking” better?
By Giving Goosebumps
@RekaHaros
Dance More Drink Slow campaign is a perfect example
#DMDS
@RekaHaros
#DMDS and the power of a strategy based on insight
Responsible drinking indirectly promoted through the #DMDS movement
#DMDS becomes a valid and fun alternative to a night out drinking
#DMDS becomes cool to shareResponsible drinking is learned through
the experience of having fun and dancingResponsible drinking promoted through
role models instead of brands
@RekaHaros
EXPERIENCE vs. EDUCATION
Positive reinforcement Negative Reinforcementvs.
@RekaHaros
So a question to the so many funded Associations:
Do you think you are spending effectively the millions of Euros you receive to promote
responsible drinking? @RekaHaros
Stop talking and start acting, effectively!
@RekaHaros
Thank you!Reka Haros
@RekaHaros